Another Successful Mobile Campaign

This is a post I picked up this morning from Just another Mobile Phone Blog which is one of my favourite streams of current and up-to-date mobile information.

Although the headline will appear below later I wanted to highlight the success of mobile marketing which is clearly indicated here. The 2 companies involved are Nokia and Unilever and why this is such a big deal for me is that many people we talk to about mobile campaining often pass the comment that mobile is not relevant to their product or market segment.

Here is proof that mobile marketing, if designed effectively, does work. The products that were being driven were; Nokia 5200 and a shampoo (Seda Teens Shampoo).

Results: The initial goal of handsets sold for this product was met after only one month. In addition to selling out inventory four times, the campaign generated twice the number of visits to the mobile site than the traditional website and more than 11,000 game downloads. The mobile website averaged a 10 percent click-through rate.

The important elements to note when defining your strategy are;

1) Does the campaign give me REACH,
2) What level of INTERACTION do I have with my customers (am I ready for that interaction?) and
3) Finally the MEASUREMENT is it quantifyable.

There are so many other variables to choose from;

The right technology platform
The right banner advertising platform
The right Mobi-Site development
The right community
The right content
The right landscape

In each of these areas you will find specialists comitted to their alotted business. My advise is to ensure that your marketing people are skilled up to understand the entire landscape in order to define the right strategy. Mobile campaigning can be very effective, use the resources throughout the industry to advise you on the elements available but always use your marketing skills to design and define the campaign.

Using companpies that offer only one dimension and promote only their value proposition as the effective mechanism for mobile marketing - could have a dismal outcome on results of your campaign.

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Courtesy of Just Another Mobile Phone Blog.

ESPOO, Finland, -- Nokia took home a Mobile Marketing Association Award for its innovative work on a mobile advertising campaign for Unilever's Seda Teens Shampoo in Brazil. The initial goal of handsets sold for this product launch was met after only one month, prompting four increases in volume to meet retailer demand, still selling out after only two months.

The campaign, which won an award in the Branding Category for Latin America, drew consumers in with a branded mobile device, downloads, a game, a social networking site, and ads that ran on the Nokia Media Network. The Nokia Media Network is a premium, handset-agnostic mobile advertising network comprised of top-tier global publishers, operator partners and Nokia services such as Nokia.mobi.

"We were excited to take part in this new marketing initiative, allowing us to reach the consumers we want on the device they want," said Paula Lopes, marketing manager for Unilever. "This campaign shows how innovative both Nokia and Unilever are when it comes to reaching consumers."

Nokia and F.biz, Unilever's mobile agency, developed the mobile advertising campaign including:

-- A customized device -- the Nokia 5200 Pink packaging came with a Seda Teens-branded sleeve, phone jewelry and a folder presenting the Seda Teens offer;

-- Customized software preloaded with Seda Teens advertisements in the opening and closing screens, four Seda Teens 'themes,' a Seda-branded game and MP3s from a popular Brazilian band;

-- Bookmarks preloaded to the device, pointing to a Seda Teens game named "Dancing Star;"

-- A branded social networking site, accessible on both mobile and the traditional web, that allowed users to browse beauty and health tips, horoscopes and an area called "Experts," where they could submit questions on life; and

-- Banner ads that ran on the Nokia Media Network and decks of all major Brazilian mobile operators, leading to a download page for the game and the community site.

In addition to selling out inventory four times, the campaign generated twice the number of visits to the mobile site than the traditional website and more than 11,000 game downloads. The mobile website averaged a 10 percent click-through rate.

Nokia Interactive Advertising helps brands reach the potential global audience of 3.3 billion consumers with mobile devices. Through the Nokia Media Network and Nokia Interactive Solutions, Nokia Interactive Advertising provides brands with all they need to connect with and engage consumers with mobile advertising.

About Nokia

Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. We make a wide range of mobile devices with services and software that enable people to experience music, navigation, video, television, imaging, games, business mobility and more. Developing and growing our offering of consumer Internet services, as well as our enterprise solutions and software, is a key area of focus. We also provide equipment, solutions and services for communications networks through Nokia Siemens Networks.